Heading into Summer 2017, TOMS was ready for a refresh. The company was looking to elevate its aesthetic, and also tell a deeper story: a story about living with intention, about talking less and doing more. I helped develop this story, and asked (challenged!) the TOMS community: “What will you do in your TOMS?”
For the catalog and campaign imagery, I created a series of scenarios of people living with intention: spending quality time with loved ones, pursuing meaningful work, connecting with nature, traveling somewhere new, giving back to the community. The campaign let TOMS’ positive spirit shine in a more contemplative way, and facilitated the transition to a cleaner and simplified aesthetic I pursued for the Fall 2017 season.